Email marketing is one of the most successful, yet often poorly executed strategies available in the CRE industry.
Some marketers consider it a chore and choose to produce a flood of messages (read: SPAM) almost as a by-product of a marketing effort. When done poorly, CRE email marketing campaigns can result in a low conversion rate and a high “unsubscribe” rates. That’s not news. You already know that’s a problem.
More than this, however, most don’t push the creative envelope far enough for their emails to be effective.
It’s somehow just “not done” in the CRE world. Creativity is the domain of regular consumers; in business, we must be serious. But, really, didn’t Einstein once say, “The definition of insanity is doing the same thing over and over again, and expecting different results.” And wasn’t he considered a genius of sorts?
Sure, the property you’re working with will ultimately be either a hot asset or a dud when it comes to closing the deal. But, if you already decided to use your marketing resources on online distribution, an effective presentation of your listing can help A LOT.
Scouring the Internet, you’ll find no shortage of advice on how to make your email marketing campaigns stand out: buttons that generate the best opt-in leads, segmenting your address list, constructing lead-nurturing workflows, drafting clear and concise copy, optimizing structure for both plain text and html, to name a few.
Anyone can do it with the simplest of PowerPoint templates.
Some of these are more advanced than others, but at the most basic level, all of it can be boiled down to two tenets: functionality and creativity.
Let’s take a look at a couple of real life campaigns that came through BuzzTarget, as well as an example from LinkedIn that worked wonders, to see what we can learn:
1 The below email campaign has several elements that work well together. First, the light text on a dark background at the top is contrasting enough to have the type of deal, property type, and geographic location jump out at the reader right away. You can’t help but read it. Further, detail info is broken down into easy to read bullet points, followed by a large Call To Action button that’s hard to miss. All these details may seem trivial, but they’re not. It’s these details that get the most response from recipients, precisely because they’re easy to see/read at a glance.
2 Another interesting example that came through BuzzTarget is the below Net Lease campaign. Similarly to the one above, it breaks down important details into bullet points and bolded details. However, it goes a step further by dividing important information into thematic boxes (property highlights in one box, existing tenants in another box, etc.) It makes it easy for the reader to quickly scan the flier for what they’re interested in. Of course, it doesn’t hurt that the photo is nice and clear.
3 Stepping away from the CRE world, we couldn’t help but include LinkedIn email marketing campaigns. Besides being kings of targeted marketing segmentation, their email campaigns have a few great elements we can all learn from. First, apply the squint test. If you squint at the box below, all regular text falls away and you’re left with only the important stuff: the massive title, the strategically bolded words in each bullet point, and the large yellow Call To Action button at the bottom. Likewise, the benefits of their offer are visually displayed instead of listed in the text, thus making them stand out even more. Finally, it’s SHORT.
In each of the above examples, the point here is not to show off impressive templates or graphics, but to understand how the elements are used to draw your recipient’s eye to, for example, your strategic call to action. Anyone can do it with the simplest of PowerPoint templates. And, if all else fails, apply the squint test and keep it short.
How do you currently design your email campaigns? What elements have you seen that work especially well?